| 网络口碑可信度及对购买行为影响的实证研究 |
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| 引用本文： | 李念武,岳蓉.网络口碑可信度及对购买行为影响的实证研究[J].图书情报工作,2009,53(22):133-137. |
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| 作者姓名： | 李念武 岳蓉 |
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| 作者单位： | 1. 华中科技大学产业集团;2. 华中科技大学经济学院; |
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| 摘 要： | 分析正面和负面网络口碑可信度的影响因素以及这两种口碑如何影响消费者对商家的信任和购买行为。数据分析结果表明，同嗜性、点评站点可信度以及信任倾向对两种口碑的可信度都有显著影响，而传播者专业性仅对正面网络口碑的可信度有显著作用。正面网络口碑的可信度显著正向影响消费者对被点评商家的信任，但并不显著影响购买意向，购买意向受到对商家信任的显著影响，也进一步显著作用于购买行为。反之，负面口碑的可信度同时负向影响消费者对商家的信任和购买意向，但与商家信任、购买意向以及购买行为之间均无显著关系。
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| 关 键 词： | 网络口碑 购买行为 信任 |
| 收稿时间： | 2009-06-23 |
An Empirical Study on Credibility of Online Word-of-Mouth and Its Effects on Consumers' Purchase Be-havior |
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| Li Nianwu,Yue Rong.An Empirical Study on Credibility of Online Word-of-Mouth and Its Effects on Consumers' Purchase Be-havior[J].Library and Information Service,2009,53(22):133-137. |
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| Authors: | Li Nianwu Yue Rong |
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| Institution: | 1. HighTech Group, Huazhong University of Science and Technology;2. School of Economics, Huazhong University of Science and Technology; |
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| Abstract: | This paper analyzes the factors that affect the credibility of positive and negative online wordofmouth (OWOM) and how these two kinds of OWOM influence consumers’ trust in vendors and their purchase behavior. The results of data analysis show that both positive and negative OWOM are impacted by homophily, credibility of the website and trust propensity. However, expertise of source only significantly affects the credibility of positive OWOM.The credibility of positive OWOM is positively related to consumers’ trust in vendors, but not related to purchase intention which is significantly influenced by consumers’ trust in vendors and further facilitates actual purchase.On the other hand, the credibility of negative OWOM is negatively related to consumers’ trust in vendors and purchase intention. But no significant relationship is found between consumers’ trust in vendors and purchase intention, nor between purchase intention and actual purchase. |
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| Keywords: | online wordofmouth purchase behavior trust |
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